Why do images matter?

April 8, 2020
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The new era of visual culture has arrived. No matter which business area you are working in, you have to be agile and understand the importance of using the right visual content in order to get your target group’s attention. 

We are focusing too much on the customer touchpoints and the content, without including images or visuals, which arguably has the biggest impact on our audience.

We’ve all heard the expression “a picture says more than a thousand words” – and we know that images and other visual content help us learn, inspire, explain and most importantly promote what is valuable for a company or a service. It is easier to grab the audience’s attention with visual content because they are immediately drawn to it. 


What was the first thing you noticed about this blog?

Did you look at the image or the words when you decided to stop up and read it?

It has been possible to download images/visual content for many years now and it is a great idea. Sharing is caring, but as marketeers, we are only using stock-image providers we know because of the trust we’ve built with them, even though most of the time the content we find has absolutely no value for us.

We are focusing too much on finding the perfect image without knowing if it is the right match to our text. And most of the time we give up because we have so many options that it becomes difficult to make a choice. 

As previously stated, a page of full text won’t grab a customer’s attention without using images that communicate your business’s core value.

Humans are visual beings by nature. From a global point of view, more than 3,2 billion photos are shared every single day. We can follow a Social Media influencer from another part of the Globe, who doesn’t speak the same language as us, yet we could still understand the meaning of his content because of what he has visualized.

There is no doubt that images are becoming a universal language of the mobile era. In the last couple of years, we have started to work heavily with visual media-platforms where the private users and businesses can like, share, comment and most importantly target their content to their target groups. High-end brands in modern times need to create and use visual content in order to engage with their customers and remind them about themselves. 

Marketers rely on BuzzSumos studies, because they reveal factual data about what content works and what kind of content gets lost in the oversaturated medias. According to what they have found, plain text has become less and less visible with time, while visuals have grown in importance because they produce 2.3 times higher engagement rates.

Furthermore, studies have shown that the human brain processes visual information 60.000 times faster than what it takes it to process text.

Visual platforms are growing rapidly, and consumers feels more comfortable with images and technology because they are now better at understanding how it works – and how they can be used. 

Looking at the E-commerce industry, we can see that most customers prefer to see more than one image of the product they are about to purchase, according to Salsify’s 2016 September survey. But it also goes the opposite way.

Once a product is purchased, consumers take their time to visually review their products on their private Social Media profiles, which helps businesses grow faster than ever before. Consumers are constantly sharing more photos and videos compared to just a few years back and visual content has become a normal part of the customer journey. 

pineapple and photos on wooden desk

First of all – it is easier. And secondly, it does not really matter who created the content anymore, we are more focused on how the content looks like. And it is more appealing for consumers to have authentic product reviews on social media platforms rather than visiting a website and read. 

When we are talking about visual content, we need to be conscious of the images we use, so that they are always authentic, relevant and as realistic as possible. 

 ”There is no question that visual content is changing the way consumers research, browse and make purchases,” says Matt Mogg, CEO at PowerReviews “By better understanding how consumers want to interact with visual content while shopping, retailers and brands can develop strategies and tactics to better attract and convert consumers  by leveraging authentic photos and videos.”

About the author

This article was created by Hümeyra Ünalan, Country Manager at JumpStory.

Hümeyra Ünalan